Undergraduate Course: International Marketing (BUST10067)
||College||College of Humanities and Social Science
||Availability||Available to all students
|Credit level (Normal year taken)||SCQF Level 10 (Year 3 Undergraduate)
|Home subject area||Business Studies
||Other subject area||None
||Taught in Gaelic?||No
|Course description||The aim of this course is to provide a comprehensive overview of international marketing issues and instil an appreciation of conducting businesses in foreign markets. The course will introduce students to the international market environment and the principles underlying the development and implementation of marketing strategies across and within foreign countries.
Key areas that will be covered in the course are:
- Strategic analysis of macro factors and competitive forces in international market environment.
- Strategic decisions in international marketing including the country screening process and market entry choices.
- Managing the implementation of the marketing mix in international markets:
- international product management;
- pricing for international markets;
- international marketing communications;
- international distribution and logistics
Information for Visiting Students
|Pre-requisites||Visiting students should have at least 3 Business Studies/Management courses at grade B or above (or be predicted to obtain this). We will only consider University/College level courses.
|Displayed in Visiting Students Prospectus?||Yes
Course Delivery Information
|Delivery period: 2011/12 Semester 2, Available to all students (SV1)
||WebCT enabled: Yes
|Central||Lecture||1-6, 8-11|| 11:10 - 13:00|
||Week 1, Tuesday, 11:10 - 13:00, Zone: Central. Faculty Room South, David Hume Tower |
|Main Exam Diet S2 (April/May)||2:00|
Summary of Intended Learning Outcomes
|On completion of the course participants should be able to:
- understand the nature of international marketing and appreciate the difficulties of conducting marketing activities in foreign markets;
- evaluate the potential of international markets, identify market opportunities and assess challenges and threats in foreign markets;
- appraise the alternative foreign market entry modes available to companies;
- demonstrate a sound understanding of how to manage the firm's marketing mix in international markets;
- develop analytical skills in reading case studies, scenarios & international business press.
|Continuous Assessment (40%) & group-based report (2500 words maximum) |
Unseen Written Exam (60%)
Visiting Student Variant Assessment
Coursework 50%; one essay (3000 word min) 50%
|Course organiser||Dr Essam Ibrahim
Tel: (0131 6)50 8496
|Course secretary||Miss Rebecca Shade
Tel: (0131 6)50 3826
© Copyright 2011 The University of Edinburgh - 16 January 2012 5:42 am